Dead
App
Walking
                                                   March
4,
2009



                                     ...
Marke7ng
on
the
iPhone
According
to:

                 Beef
Jerky,
Fake
People,
Chocolate
and
Email

                Can
T...
Missouri




                                    3

Tuesday, March 3, 2009
What is Loopt?

        Social mapping service revolutionizing the way we
           use mobile phones to connect the peop...
Leading Social Mapping Service



 • Connect with                                                        • Share geo-tagge...
User Feedback
                                                                    2) Measure Everything

1) Listen to the ...
User Adoption: Partner Support
       Deck Placement | Preloads | TV Commercials | Web Promotion
           Print Ads | Ev...
User Adoption: Viral Features
                         Grow Organically or Die…

    Loopt Link                           ...
Flurry
      Why we chose Flurry?
        • In-app logging fills gaps that server logging can’t
        • Most advanced web...
Flurry Event Logging
      Event logging? Log everything. For example…

                                                  ...
AppStore
Pitfalls
         “Don’t
become
a
Zombie
App”


                                        11




Tuesday, March 3, ...
Digital Chocolate Snapshot
              •   Founded and led by Trip Hawkins
              •   Mission: World leader in Om...
Disruption by the AppStore
                • Meritocracy “proving grounds”
                • Voracious free trial consumpt...
Digital Chocolate iPhone Games




               • Two for three #1 Apps
               • Most reviewed App in AppStore h...
Don’t be a Zombie App
       •   Above all, deliver a quality gameplay experience
       •   Size Matters!
       •   Less...
Instrumentation for success
       •    Reviews are useful, but can also mislead…
       •    How many users bounce the fi...
Why Flurry?
       • Excellent dashboard display
       • Deep mobile background
       • Easy, modular, non-intrusive dro...
18




Tuesday, March 3, 2009
Panel
Q&A




                                     19

Tuesday, March 3, 2009
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App Walking

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Peter Farago - Dead App Walking - Business of iPhone Development,. 360|iDev San Jose '09

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App Walking

  1. 1. Dead
App
Walking March
4,
2009 Peter
Farago Vice
President
Marke6ng Evan
Tana Director
Product
Management
&
Marke6ng Jason
Loia Chief
Opera7ng
Officer 1 Tuesday, March 3, 2009
  2. 2. Marke7ng
on
the
iPhone
According
to:
 Beef
Jerky,
Fake
People,
Chocolate
and
Email Can
They
Smell
What
You
Got
Cookin’? • Stopping
&
Staying
Power • Third
Time’s
a
Charm • Even
if
I
Could
Hear
You
I
Don’t
Care • Get
by
with
a
LiQle
Help
from
Your
Friends • Tell
Me
All
About
It • Freetards • Dude,
Keep
that
Sh!t
to
Yourself • I
Thought
You’d
Never
Call
Me
Back • The
Wisdom
of
Crowds? • 2 Tuesday, March 3, 2009
  3. 3. Missouri 3 Tuesday, March 3, 2009
  4. 4. What is Loopt? Social mapping service revolutionizing the way we use mobile phones to connect the people, places and events around us Market Leader supporting 100+ devices on all major US carrier and reaching hundreds of thousands of mobile users Product leader with award winning social mapping service supporting the most popular, advanced platforms Sequoia Capital and New Enterprise Associates backed company, the same investors that funded Google, Yahoo!, Apple, YouTube, TiVo, etc. Confidential and Proprietary Information Tuesday, March 3, 2009
  5. 5. Leading Social Mapping Service • Connect with • Share geo-tagged friends and see photos & comments where they are • Link with Twitter, • Discover places Facebook & MySpace and events nearby • Meet new people Supporting 100+ devices across all major carriers and platforms! Confidential and Proprietary Information Tuesday, March 3, 2009
  6. 6. User Feedback 2) Measure Everything 1) Listen to the Community 3) Bring them in-house Confidential and Proprietary Information Tuesday, March 3, 2009
  7. 7. User Adoption: Partner Support Deck Placement | Preloads | TV Commercials | Web Promotion Print Ads | Event Integration | In-store Rep Training Confidential and Proprietary Information Tuesday, March 3, 2009
  8. 8. User Adoption: Viral Features Grow Organically or Die… Loopt Link Invite-a-Friend Confidential and Proprietary Information Tuesday, March 3, 2009
  9. 9. Flurry Why we chose Flurry? • In-app logging fills gaps that server logging can’t • Most advanced web dashboards • Support across multiple platforms • Willingness to work directly w/ us Confidential and Proprietary Information Tuesday, March 3, 2009
  10. 10. Flurry Event Logging Event logging? Log everything. For example… n o cti n tio A a to- g avi s- all pN a C M Confidential and Proprietary Information Tuesday, March 3, 2009
  11. 11. AppStore
Pitfalls “Don’t
become
a
Zombie
App”
 11 Tuesday, March 3, 2009
  12. 12. Digital Chocolate Snapshot • Founded and led by Trip Hawkins • Mission: World leader in Omni-Media Gaming “Next Bn Gamers” • Mass appeal including self-declared non-gamers • Multi-platform • Simple, social, viral • Differentiators • Original IP • Internal studios & operations • Proprietary technology • Highest quality ratings • Four global locations • San Mateo • Helsinki • Barcelona • Bangalore 12 Tuesday, March 3, 2009
  13. 13. Disruption by the AppStore • Meritocracy “proving grounds” • Voracious free trial consumption • Lightning-fast discovery, viral as pink-eye • Customizable merchandizing/pricing • Powerful Rating System • People spend money! THE
PERFECT
STORE… 13 Tuesday, March 3, 2009
  14. 14. Digital Chocolate iPhone Games • Two for three #1 Apps • Most reviewed App in AppStore history • More to follow… 14 Tuesday, March 3, 2009
  15. 15. Don’t be a Zombie App • Above all, deliver a quality gameplay experience • Size Matters! • Less is more… • Build your brand attributes • Optimizing Trial vs Paid • iConsumers are savvy • Don’t clutter, would you buy your own App??? • Would you drive 100mph at night with no headlights?! GET
METRICS 15 Tuesday, March 3, 2009
  16. 16. Instrumentation for success • Reviews are useful, but can also mislead… • How many users bounce the first time? • How many users show buying interest? • What’s your true daily conversion rate? • How many times do they play your app a day/week/month? • For how long do they play? What’s their exit point(s)? • How often do they get through to Level 3? 10? 30? • What categories work best for your app? What price? 16 Tuesday, March 3, 2009
  17. 17. Why Flurry? • Excellent dashboard display • Deep mobile background • Easy, modular, non-intrusive drop-in API • Flexible, joint-effort feature roadmapping • Not just a metrics focus, but a Publisher focus 17 Tuesday, March 3, 2009
  18. 18. 18 Tuesday, March 3, 2009
  19. 19. Panel
Q&A 19 Tuesday, March 3, 2009
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